Thursday, December 26, 2013

No Designer Means No Show

Mulberry will still have a presence at London Fashion Week, despite cancelling it's show.The British brand is currently without a creative director - something it hopes to rectify in the next few months.

"You can't come to catwalk without a creative director," chief executive Bruno Guillon said. "We are trying to put together a very interesting marketing activity… it will be very interesting and will still give visibility to the brand."

Mulberry

Talking about his brand's 28 per cent drop in first-half pre-tax profits last week, Guillon dismissed market analysts who asserted that the fall was due to a move towards a higher pricing structure, attributing it to leather costs and competition across the mid-price range. But experts noted that Burberry also suffered a drop after a similar repositioning last year.

"This is possibly the wrong strategy for the brand," Luca Solca - head of global luxury at Exane BNP Paribas - told the Financial Times. "This brand could have been quite successful at what I would call the aspirational luxury price point, in the same community as - or slightly higher than - Michael Kors, Tory Burch and Longchamp."

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All the weekly fashion news from Charles Daniel McDonald for FORÇ Magazine´s FASHIONmode radio show - Tuesday at 20:00 on World Radio Paris & Monaco / BBC World Service DAB 202 Mhz, with periodic guest appearances on Barcelona City FM 107.3.